Virtual ethnography of electronic word of mouth as a marketing enhancement

Sunnah Dwi  Rochmana; Oktifani  Winarti; Ade  Kusuma; Hanna  Nurhaqiqi; Zainal Abidin Achmad; Valentin Ceretto Bergerat

doi:10.31947/etnosia.v7i1.21060

Authors

Sunnah Dwi Rochmana Department of Communication, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Oktifani Winarti Department of Communication, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Ade Kusuma Department of Communication, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Hanna Nurhaqiqi Department of Communication, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia
Zainal Abidin Achmad Department of Communication, Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia http://orcid.org/0000-0001-8580-761X
Valentin Ceretto Bergerat Management of European Cooperation Projects, Institute of International Relations, Translations, and Interpretation, Strasbourg University, France.

DOI:

https://doi.org/10.31947/etnosia.v7i1.21060

Keywords:

Virtual Ethnography, Digital Marketing, Coffee Culture, Social-Media, Ethnography Communication

Abstract

Electronic Word of Mouth (e-WoM) is a form of promotion in the digital era by distributing and sharing visual content about a brand or product informally without commercial influence. This study aims to understand the enhancement of e-WoM as a promotional medium by the coffee blogger account @cafehitssurabaya. This study uses a qualitative research method with a virtual ethnographic approach. Researchers are participative and involved in e-WoM activities on @cafehitssurabaya. Data collection using virtual searches and online interviews via WhatsApp with eight informants, namely the owner of the @cafehitssurabaya account and seven active followers. The study results show that e-WoM helps disseminate visual content related to opinions, reviews, and recommendations for various coffee shops by @cafehitssurabaya so that it impacts promotions and encourages buying decisions for potential consumers. Furthermore, @cafehitssurabaya enhances e-WoM by interacting and discussing with followers as opinion seekers. This study concludes that the e-WoM process has become an effective promotional medium, forming a new culture of Instagram users to share their love for the tradition of drinking coffee and various coffees and delivering criticism and praise to different coffee shops.

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